Cover -- The multichannel challenge: Integrating customer experiences for profit -- Copyright -- Contents -- List of Figures -- List of Tables -- Acknowledgements -- Foreword -- Introduction -- So what is multichannel? -- The structure of the book -- Part 1: The case for multichannel -- Chapter 1 The importance of channels -- Another book on channels? -- The significance of your multichannel strategy -- Chapter 2 Making multichannel a source of competitive advantage -- How to create advantage from multichannel -- The big questions -- Conclusion -- Chapter 3 Multichannel diagnostic -- Use of the diagnostic -- Part 2: Developing multichannel strategy -- Chapter 4 Defining the right channel combinations to offer -- Understanding market context -- Channel chain analysis -- Chapter 5 Integrating the multichannel proposition -- Integrating across products and segments: the coverage map -- Integrating across channels -- Chapter 6 Building the case for change -- The channel curve -- Calculating channel costs -- The prioritisation matrix -- Building a full financial case -- Part 3: Making multichannel work in practice -- Chapter 7 Organising for successful change -- Fundamentals of organisational structure -- Resolving contradiction between stakeholder groups -- Change management -- Chapter 8 Tracking and measuring effectiveness -- Measuring strategically -- Measuring in a multichannel environment -- Choosing the right things to measure -- Understanding and measuring channel crossover effects -- Gathering the data -- Pulling the data together -- Chapter 9 Encouraging customers to use channels effectively -- What's in it for the customer? -- What makes people migrate to a new channel? -- Speeding up the process -- The final challenge -- Index.